- This paper is published in the Journal of Business Research, full article can be found at: http://doi.org/10.1016/j.jbusres.2016.02.042
Professor Suraksha Gupta, University of Kent
Professor Naresh K Malhotra, Georgia Institute of Technology
Professor Michael Czinkota, Georgetown University
Professor Pantea Foroudi, Middlesex University
This study examines the relationship between competiveness and innovation in the marketing practices of large manufacturing firms that offer their branded products in different countries through a network of local small-and medium-sized enterprises (SMEs) as resellers of their brand. It builds on both the resource-based view and complexity theory to understand what features of the brand and the reseller enable them to adopt innovative marketing practices in an international setting.
We aim to bridge the gap in the existing marketing literature by reviewing current academic knowledge surrounding competitiveness and marketing innovation. Thus, the study addresses the following research question: What configurations of brand and the reseller enable the adoption of innovative marketing practices by two firms in an international setting? This study addresses the research question by first developing a suitable theoretical framework which is then used to investigate the question by means of empirical data.